Beware of shops that will "mark-up" their prices just to "mark-down" so that you think you are getting a discount! Vera's does not play that game. Our dresses are marked at the lowest price that the designers will allow, which is the Manufacturer’s Suggested Retail Price. We do not discount our dresses, because of agreements with our designers that we will honor their pre-set prices. SO — if another shop offers discounts on their gowns, (1) they may be in violation of the price agreement set by the designer, or (2) they may raise the price and then offer you a “discount,” which really is not a lower price. Before you buy, compare what the price is after discounts are applied, and you'll probably find that Vera's "non-discounted" price is still lower.